Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures

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Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures

Numerous studies have examined new product success in an attempt to reduce failure rates. However, few studies have been investigated the relationship between marketing strategy development and new product success. The research serves to illustrate the importance of the marketing strategy devel...

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Bibliographic Details
Main Author:	Markova, Ralitsa
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2009
Online Access:	https://eprints.nottingham.ac.uk/22999/

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